Can Microsoft Clarity Help Create More Holistic Reports? 

While traditional analytics tools like GA4 provide quantitative data (i.e. traffic, conversions, and engagement rate), Microsoft Clarity offers a new way of reporting website performance, one that connects the why behind user behaviour. 

The Context Gap 

Metrics like clicks, sessions, and conversion rates are fundamental to us marketers in assessing performance. It guides trends, forecasts, and a deeper understanding of whether or not we are achieving targets. 

We show “what” and “how much/many” when using these metrics, but what it sometimes lacks is the behavioral context: why the client’s desired goal did or did not happen. 

What Clarity Offers 

Combining Microsoft Clarity’s behavioural insights (heatmaps, session recordings, and user interactions) with GA4 data, can help create more meaningful reports that go beyond numbers. It adds context to GA4 and turns numbers into clear, actionable insights. 

Clients can also be informed about the story behind the data, helping them make faster, data-backed decisions and identify clear opportunities for website optimisation 

Here’s how: 

Clarity’s heatmaps highlight which buttons users interact with the most and by how much – further giving marketers context on user behaviour on a website, like how they usually navigate the page and what they normally click. 

This can give marketers informed decisions on whether or not the client’s desired actions on a website are being done by users or not. (ie: are they clicking non-clickable texts? Are they clicking Buy Now or constantly clicking a different tab?) 

In addition, Clarity’s other metrics reveal common friction points on the page: 

• Rage Click counts how many times a user rapidly clicked on a single button or area – a key indicator of a slow loading page or dysfunctional layout/button.  

• Session Data filters bots which might make it a more accurate representation of traffic vs GA4 data.  

• Scroll Depth tracks how far users scroll down a page – good gauge of whether or not the page is too long/has too much content that users no longer see. 

Microsoft Clarity Price – Is It Worth It? 

How much is this new tool from Microsoft and is it worth adding to your existing subscriptions? Well according to their website “It’s free, forever.” 

In reality, Microsoft Clarity won’t be a tool that you use in isolation. Google or Meta ads reporting will always be a marketer’s first go-to for health checks. Some industries might also need it less than others. For example – E-Commerce will benefit greatly from the heatmaps to see what’s trendy for the month. 

Given its benefits – and without any additional costs – As a premium white label agency, we believe that Microsoft Clarity can be a good supplementary tool to use for leveling up your reports.